Objective

To conduct a comprehensive Usage & Attitude (U&A) study across Germany, Canada, and the United States, aimed at consumer behavior analysis, consumer perception, and usage patterns related to sports tools and resources. The study focused on identifying key trends, satisfaction levels, and unmet needs within the sports ecosystem across diverse cultural contexts.

Challenge

• Cross-Country Survey & Complexity: Harmonizing research instruments to cater to three culturally and structurally different sports systems (Germany, Canada, US).

• Large Sample Size with Re-contact Goals: Managing 1,000 completes per country while ensuring 50% of respondents opted in for re-contact survey methodology, requiring robust panel management and consent mechanisms.

• Depth Over Breadth: Balancing the need for broad quantitative research and insights with the requirement for in-depth follow-ups in selected markets.

• Data Consistency: Ensuring comparability across countries without losing regional nuance.

  
  

Solution

• Localized Research Instruments: Developed survey tools tailored to each country’s sports system while maintaining a global core for consistency in data analysis.

• Efficient Sampling Strategy: Used a hybrid model of online panels and verified outreach to achieve 1,000 completes per country, with built-in consent capture for re-contact, resulting in a strong 50%+ opt-in rate.

• Two-Phase Research Design:

  • Phase 1: Baseline quantitative survey capturing usage behavior, preferences, and attitudes.

  • Phase 2: Follow-up qualitative research to deep dives in selected markets to unpack key findings and validate hypotheses.

• Centralized Data Dashboard: Created an interactive analytics dashboard to visualize data in real time for stakeholders, aiding in faster insights and decisions.

  
  

Outcome

• Mapped cross-market trends in sports tool usage, highlighting both global synergies and local divergences.

• Identified priority user segments with high dissatisfaction or unmet needs analysis for targeted product innovation.

• Created a reliable respondent base for future longitudinal studies and concept testing.

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